<div class="gn-article"><div class="gn-hero gn-reveal"> <div class="gn-hero__image"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/68fa11f4a5c798bea7e26773_651d3d490577a25423d7f0c5_623cafe470a2a7ec2a5a7512_Event%252520Cover%252520Images%252520_%252520Scale_Marketing_Drive%252520(5)%252520(1).png" alt=""></div> <div class="gn-hero__head"> <span class="gn-kicker"><span class="dot"></span>News</span> <h1 class="gn-title">Key Considerations when Implementing an Influencer Marketing Campaign - From our Experts</h1> <div class="gn-meta"> <strong>The GO Network</strong> <span class="pip"></span> <span>23 September 2022</span> <span class="pip"></span> <span>6 min read</span> </div> </div> </div> <div class="gn-body"> <p class="gn-lede gn-reveal">Being a comparatively new marketing channel, there is a danger of Influencer Marketing being characterized only as a B2C Awareness function – however, with consumer behaviour becoming more complex by the day, and as cynicism of advertising grows, the potential of Influencer Marketing to build trust and drive audiences to your business grows too.</p> <p class="gn-reveal">In this roundup of our latest Influencer Marketing event, 'How to Influence Consumer Decision-Making Through the 'messy middle,' our experts discuss some of the key considerations when implementing and scaling your Influencer Marketing campaign.</p> <h2 class="gn-reveal"><span class="num">01</span>What is Google's 'Messy Middle?'</h2> <p class="gn-reveal"><a href="https://www.linkedin.com/in/alechardenhenry/" target="_blank"><strong>Alec Harden-Henry</strong></a>, Managing Director at the <a href="https://influence.network/" target="_blank"><strong>Influence Network</strong></a>, describes Google's 'messy middle' as "<strong>the process between a consumer's interest being triggered in something, and the point when a decision is made to purchase</strong>.</p> <p class="gn-reveal">And as much as we would like, this isn't a linear process. Google says that we go through this 'infinite loop.' People can't be forced out of it; <strong>brands just need to give them enough information to tip them over into purchase</strong>."</p> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img alt="Alec Harden-Henry on key considerations for planning an Influencer Marketing strategy" src="https://cdn.prod.website-files.com/687a235da6861294eec73166/68fa11fc60fdd6766f4b63bb_632d94e00b39807336cf574e_Alec%2520Harden-Henry_Article%2520Quote.png" width="auto" height="auto" loading="auto"></div> <figcaption>Alec Harden-Henry on key considerations for planning an Influencer Marketing strategy.</figcaption> </figure> <h2 class="gn-reveal"><span class="num">02</span>Where does Influencer Marketing fit into the messy middle?</h2> <p class="gn-reveal">So, where does Influencer Marketing fit into this 'infinite loop?'</p> <blockquote class="gn-blockquote gn-reveal">"Influencers are more like you and I. They work hard to create highly engaged audiences who like to follow their lifestyle and advice. If a highly engaged and trusted influencer is using one of your services or products, they <strong>will build up that credibility and trust in your audience</strong>."<cite>Alec Harden-Henry · Managing Director, Influence Network</cite></blockquote> <h3 class="gn-reveal"><em>Some stats around Influencer Marketing.</em></h3> <div class="gn-stats gn-reveal"> <div class="gn-stat"><span class="gn-stat__num">75<em>%</em></span><span class="gn-stat__label">Three quarters of Gen Z follow influencers.</span></div> <div class="gn-stat"><span class="gn-stat__num">58<em>%</em></span><span class="gn-stat__label">Of the younger generation believe authenticity of influencers is more important than follower counts.</span></div> <div class="gn-stat"><span class="gn-stat__num">50<em>%+</em></span><span class="gn-stat__label">Of Gen X and millennials say they trust influencers to give good advice about brands and products.</span></div> </div> <p class="gn-reveal">Where you work with the influencers in the funnel, and the 'size' of influencer, is key to the success of your campaign. See below for a more detailed guide.</p> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img alt="The five tiers of influencer and how they'll impact your campaign" src="https://cdn.prod.website-files.com/687a235da6861294eec73166/68fa11f3a5c798bea7e266fd_626968851bb707e73ff7a1d6_Tiers%2520of%2520Influencers.png" width="auto" height="auto" loading="auto"></div> <figcaption>The five tiers of influencer and how they'll impact your campaign.</figcaption> </figure> <div class="gn-divider gn-reveal" aria-hidden="true"></div> <h2 class="gn-reveal"><span class="num">03</span>Tips to consider before activating an influencer marketing campaign</h2> <p class="gn-reveal">So, how do you know if an influencer strategy is right for you?</p> <h3 class="gn-reveal">#1 – Know what you want to achieve from your campaign</h3> <p class="gn-reveal">Media Marketing Expert <a href="https://www.linkedin.com/in/jessica-brennan-86798167/" target="_blank"><strong>Jessica Brennan</strong></a> advises that before you know if an Influencer Marketing strategy is right for you, "<strong>start by knowing what you want the campaign to achieve.</strong> I often recommend to brands that they introduce influencers to the middle of the funnel."</p> <p class="gn-reveal">If awareness is what you're trying to achieve, <a href="https://www.linkedin.com/in/sylvia-enotiades/" target="_blank"><strong>Sylvia Enotiades</strong></a>, Head of the UK, Country Manager at <a href="https://izea.com/" target="_blank"><strong>Izea</strong></a> recommends "using celebrities or super influencers, and then adding smaller influencers to be constantly posting and reminding customers about your brand."</p> <h3 class="gn-reveal">#2 – Finding the right influencers</h3> <p class="gn-reveal">One of the biggest challenges is knowing which influencers are right for you. How do you know if they are 'authentic?' <a href="https://www.linkedin.com/in/edwardbrittain/" target="_blank"><strong>Ed Brittain</strong></a>, Head of Digital at <a href="https://www.pitch.co.uk/" target="_blank"><strong>Pitch Marketing Group</strong></a> says that one way of tangibly measuring authenticity is by looking at how commercial they are.</p> <blockquote class="gn-blockquote gn-reveal">"Is every other post marked as an ad? Do they still post about genuine life experience? <strong>By looking at their profile, you'll be able to see if there's space for your relationship with them to be a close one</strong>."<cite>Ed Brittain · Head of Digital, Pitch Marketing Group</cite></blockquote> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img alt="Ed Brittain on key considerations for planning an Influencer Marketing strategy" src="https://cdn.prod.website-files.com/687a235da6861294eec73166/68fa11fc60fdd6766f4b63b4_632d94f4dff26f781e2e234c_Ed%2520Brittain_Article%2520Quote.png" width="auto" height="auto" loading="auto"></div> <figcaption>Ed Brittain on key considerations for planning an Influencer Marketing strategy.</figcaption> </figure> <p class="gn-reveal"><strong>Jessica</strong> continues by saying, "good influencers will take the information you have given them and <strong>conduct their own research on your brand</strong> to find out what they and their audience would find interesting."</p> <div class="gn-divider gn-reveal" aria-hidden="true"></div> <h2 class="gn-reveal"><span class="num">04</span>What are the benefits of using influencers?</h2> <p class="gn-reveal">As with considering any new strategy, you will be assessing what benefits influencers can bring to your marketing campaigns. In this case, one of the biggest benefits our experts say is 'creativity.'</p> <aside class="gn-quote gn-reveal"><q>When you give creative freedom, influencers can flourish.</q><cite>Alec Harden-Henry · Managing Director, Influence Network</cite></aside> <p class="gn-reveal"><strong>Alec</strong> explains that there might be some content that misses the brief, but you will also get <strong>'happy accidents,'</strong> and ideas that you never even thought of.</p> <p class="gn-reveal">The first time you do this, you might be nervous about handing your brand over to someone you haven't worked with before. That's why it's <strong>important to build in some parameters</strong>.</p> <p class="gn-reveal">Make it clear what you do and don't want. Also <strong>make sure that there's a robust approval process in place</strong> before anything goes out on social media."</p> <blockquote class="gn-blockquote gn-reveal">"We have had certain brands that have onboarded creators help built out a strategy. Sometimes, they know best."<cite>Sylvia Enotiades · Head of UK, Country Manager, Izea</cite></blockquote> <div class="gn-divider gn-reveal" aria-hidden="true"></div> <h2 class="gn-reveal"><span class="num">05</span>How do you use influencers as part of an integrated campaign?</h2> <p class="gn-reveal">So, if you've decided that influencers are right for you, the next step is knowing how and where to use them as part of your wider strategy.</p> <h3 class="gn-reveal">Understanding the 'bigger picture.'</h3> <p class="gn-reveal"><strong>Jessica</strong> recommends that it's best when influencers are used as part of an integrated strategy. "If your Influencer Marketing campaign is siloed, it's more difficult to have a clear goal. <strong>You need to know what is going on above and below</strong>. If you have a paid campaign where the goal is 'reach,' influencers could be used in the middle of the funnel to build the trust."</p> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img alt="Jessica Brennan on key considerations for planning an Influencer Marketing strategy" src="https://cdn.prod.website-files.com/687a235da6861294eec73166/68fa11fc60fdd6766f4b63b7_632d9507adf28f42d48812a6_Jessica%2520Brennan_Article%2520Quote.png" width="auto" height="auto" loading="auto"></div> <figcaption>Jessica Brennan on key considerations for planning an Influencer Marketing strategy.</figcaption> </figure> <h3 class="gn-reveal">Don't do too much at once</h3> <p class="gn-reveal">The advice from <strong>Alec</strong> is "don't do too much at once. When we're talking about integrating influencers across different channels, it can sound overwhelming. <strong>You can start small, for example, putting some money behind your influencer content</strong>. You could use the content on your own socials channels and use the imagery on the website. It can be a natural and stepped way without having to do everything at once."</p> <h3 class="gn-reveal">Align it with your other strategies</h3> <p class="gn-reveal"><strong>Ed</strong> tells us that your other strategies, such as SEO, can also be considered as part of your Influencer Marketing campaign. "SEO and keyword consideration isn't something you'd normally see on an influencer brief, but <strong>if you put all your ducks in a row, it really starts to fit in</strong>."</p> <div class="gn-divider gn-reveal" aria-hidden="true"></div> <h2 class="gn-reveal"><span class="num">06</span>How do you scale a global campaign across multiple cultures and languages?</h2> <p class="gn-reveal">A question that came from our audience was around scaling a global campaign across multiple cultures and languages, and how to go about centralising and managing this.</p> <blockquote class="gn-blockquote gn-reveal">"It's quite challenging to manage in-house or by yourself in terms of different cultures and languages. <strong>I would recommend speaking to teams and agencies in the regions that you are wanting to campaign, because they will have localised knowledge of the area</strong>."<cite>Sylvia Enotiades · Head of UK, Country Manager, Izea</cite></blockquote> <p class="gn-reveal">This is something that is echoed by <strong>Alec</strong>. "We would tend to partner with agencies in the territories we are working in. <strong>Their local knowledge will let you face challenges across different cultures and languages</strong>."</p> <h2 class="gn-reveal"><span class="num">07</span>How do you measure the success of your influencer marketing?</h2> <p class="gn-reveal">Due to the nature of Influencer Marketing, it can be more difficult to directly measure its success. For <strong>Sylvia</strong>, "other than the usual vanity metrics used for awareness campaigns, <strong>it's not easy to measure influencer campaigns due to changing algorithms and the amount of content people consume</strong>.</p> <p class="gn-reveal">To get an idea of how your campaign is performing, you could <strong>bolt on a paid strategy and put money behind the content</strong>. You could also <strong>generate unique codes and discounts that your influencers can promote</strong>."</p> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img alt="Sylvia Enotiades on key considerations for planning an Influencer Marketing strategy" src="https://cdn.prod.website-files.com/687a235da6861294eec73166/68fa11fc60fdd6766f4b63be_63318510372037f65e64bedd_Sylvia%2520Enotiades_Article%2520Quote%2520copy.png" width="auto" height="auto" loading="auto"></div> <figcaption>Sylvia Enotiades on key considerations for planning an Influencer Marketing strategy.</figcaption> </figure> <p class="gn-reveal">Another way that <strong>Jessica</strong> recommends is by using polls and quizzes. "If you relate this back to the brand, it shows intent and interest."</p> <aside class="gn-callout gn-reveal"> <div class="gn-callout__label">What this means for you</div> <h4>To summarise:</h4> <ul> <li><strong>Understand what you want to achieve from your Influencer Marketing campaign.</strong> This will help you decide where to use them in the 'messy middle.'</li> <li><strong>Take time to research potential partnerships</strong> to ensure they are a good fit for your brand.</li> <li><strong>Understand the 'bigger picture' when integrating influencers into your campaign.</strong> Ask what is going on above and below.</li> <li><strong>Don't do too much at once.</strong> Start slow and scale your campaign gradually and naturally.</li> <li><strong>Try to align your influencer campaign to other strategies</strong> such as SEO.</li> </ul> </aside> <p class="gn-reveal"><strong><em>If you're wanting to implement an Influencer Marketing strategy but feel you need some extra support or advice, GO! can help. Get in touch <a href="http://www.thegonetwork.com/get-in-touch" target="_blank">here</a> to let us know your requirements.</em></strong></p> </div></div> <aside class="gn-related gn-reveal" data-auto="related-reading"> <div class="gn-related__label">Related reading</div> <ul class="gn-related__list"> <li class="gn-related__item"> <a href="/articles/building-an-influencer-marketing-strategy-that-connects-with-your-consumers" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">Influencer Marketing Panel: How to influence consumer decision making through the &quot;messy middle&quot;</span> <span class="gn-related__excerpt">McCann, Ketchum and peers share how agencies deploy influencers across complex consumer journeys to boost campaign efficiency, effectiveness</span> </a> </li> <li class="gn-related__item"> <a href="/articles/influencer-marketing-panel-with-influence-network-how-to-influence-consumer-decision-making-through-the-messy-middle" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">Influencer Marketing Panel - How to Influence Consumer Decision-Making Through the &#39;Messy Middle&#39;</span> <span class="gn-related__excerpt">Consumers don&#39;t follow a linear path. 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